Almost a third of consumers booking travel are either unhappy or unimpressed with what they paid for, new research reveals.

And just 54% of 16 to 24 year olds have a positive word to say about their most recent experience of booking a holiday.

The findings from reviews and customer insights firm Feefo also show that 70% believe the travel industry provides a good experience for customers.

And 68% of the 500 UK consumers asked described the experience of booking their last trip as a positive one.

A Feefo eBook containing the research also provides insight into travel trends from industry figures such as Karl Thompson, managing director of Sandals UK & Europe; Austin Houghton-Bird, online customer experience manager at Thomas Cook Group and Trafalgar Travel Group CEO Gavin Tollman.

Feefo CEO Matt West said: “There are still serious customer experience gaps in the travel industry, even though the research is broadly positive.

“As our highly-respected contributors make clear, consumers in today’s experience economy value consistent quality and uniqueness over mundane factors such as price.

“The relatively low level of satisfaction in the 16-24 age group, for example, indicates how too often, younger travellers don’t find the unusual or spectacular ‘Instragrammable’ experiences they demand.

“Or it may be the full integration of technology which they take for granted, was not available.

“Successful operators know they must use cutting-edge customer insight tools to understand demand and keep ahead of changes in sentiment or taste.”